The power of connection in a new landscape

Accessible, flexible and engaging, video is an incredible medium for connecting and communicating in a time of change, writes Webflicks founder/producer Lou Harness.

The past year has seen an exponential rise in video consumption in all its guises. The seismic shifts in our personal and working lives wreaked by a global pandemic continue to create challenge and change. With normalised remote working and the isolation imposed by rolling lockdowns, video has played a vital role in the way we do business and connect with one another.   Accessible, flexible and engaging – video is an incredible medium for connecting and communicating in a time of change.

Video has been a star player in the marketing world in the past decade. The stats say it all – according to HubSpot 86 percent of businesses use video as a marketing tool (up a notch from last year and a massive 41 percent increase since 2016). In line with this, 72 percent of consumers say they would prefer to learn about a product or service by watching a video. 

Video: more and everywhere

The pandemic has shown just how vital video is as a means of connection. The digital video landscape is changing apace with our new ways of living and working. How we create and watch video is evolving; consider the popularity of short-form content (TikTok, YouTube Shorts), other social media platforms pushing into video (Instagram Reels, Facebook, Instagram and Snap Stories, IGTV), plus the rise and rise of the virtual event. Digital meeting apps are our daily bread. Brilliant video tech is literally in the palm of our hands to shoot, edit and share. 

Businesses that want their messaging to resonate with consumers will have to create more video than ever before. As HubSpot sums up: “consumers continue to use video as an integral part of their journey with brands, and are excited to see even more video content in the year ahead.” Right now there are so many ways to create video content, making it the best time to embrace change and stay relevant. But while there are so many options for creating, hosting, sharing and viewing video content, the reasons behind using video remain the same. 

Creating a loyal brand following requires developing a relationship built on trust, reliability and relatability. An area of speciality for many marketing leaders and teams, brand story has a special relationship with video. Across stratified audiences and platforms, through all the levels and types of video production – storytelling has the power to delight, engage and connect.

There’s video, and then there is video 

In-house video production for social has never been so achievable. The new iteration smartphone cameras are incredible quality with optional formats and features. Teams can shoot, edit and share instantly from mobile. Some level up and invest in select professional lighting and camera equipment. Video for social created at this level is perfect for capturing the energy of casual, candid moments like milestone celebrations, events, teams at play and community outreach. If you’re going to create video in-house the key is to keep it authentic. Share the secret sauce, be open and create intimacy with your business, team and process. 

Of course, there will always be the need to communicate in longer form or with greater thought and investment. Explainer video is a space where video can deliver a clever distillation of complex ideas. Video is also a perfect way of expressing brand story. Brand video ditches the CTA and instead aims to break through the noise and share values, win attention and loyalty. It works by taking complex business objectives and ideas and developing them into stories that are watchable, shareable and memorable. 

Whether or not you have in-house production capability there will be times you need to bring in the professionals. Video storytelling is a specialised craft. And when brand story, script and video production expertise come together with great communication and trust – it’s a powerful thing. Video can be any narrative alchemy of beautifully shot images, compelling interview, voice-over, performance, animation, graphics, sound and music. And behind every polished product? Always, story. For video to resonate it has to have more than good looks. No matter how simple, story is at the heart of good video – subtly and seamlessly engaging and creating meaningful connection.

Some out-takes

• The global pandemic is only accelerating demand for video in all forms. The stats do the talking – video is universally popular among marketeers and audiences. Nearly nine out of ten people report wanting to see more videos from brands in 2021, making video an excellent tool for lead generation and brand awareness (Hubspot). 
• Remote working and isolation have created a proliferation of virtual events and digital meeting platforms delivering on the need for flexibility, community and collaboration.
• What people want now is honesty and transparency. It’s the perfect time to share your true brand story – the successes and the challenges. Now more than ever, promoting the values of a brand is going to be more impactful and successful than pushing product.
• Historically and even more potently in the pandemic landscape, video storytelling is an incredible tool that has the power to create engagement and deepen connection. 

Louise Harness can be contacted at [email protected] or visit www.webflicks.co.nz